Yoox and Net-a-Porter Combine for Big Data Fashion Domination

Tuesday’s merger between Net-a-Porter and Yoox, which will create the largest and most powerful luxury e-commerce group.

    Body Cream Mandarin/Rosemary – $34
    Foster Sandal – $25
    Hutton One Piece – $240
    Chloë Sevigny – $35
    Snake Charmer Ring – $356

Here’s how Citibank described the combined entity in a note: “No other players match Yoox/NAP’s breadth of sourcing, client base, geographic reach, technological know-how, logistics efficiency and luxury expertise and relationships.”

Yes, presumably that means you, Amazon.

On the plus side, the combination of the two, which will be most apparent in their back-office operations, may lead to much better, faster delivery globally, more fun content on both sites (the Yoox chief executive, Federico Marchetti, calls the brand an “enter-tailer” — i.e., an entertaining e-tailer — while Net is more editorial in nature) and more personally tailored interaction.

The latter being, for me, the one eyebrow-raising bit of this marriage of equals.

After all, just think about the customer information now available to the group, which between the main sites (yoox.com and netaporter.com) and their fully owned brethren (theoutnet.com, mrporter.com, shoescribe.com and thecorner.com) will have a giant foothold in beauty, men’s wear, women’s wear, sale shopping and shoe shopping.

Cillah Hall

Publisher/Lifestyle Editor

Cillah Hall, who has a penchant for taking risks and testing limits, is the force behind Gazelle Magazine and stlcountynews.com. She has an innate passion for writing and journalism and a desire to empower others. Before moving to the U.S. at age 19, Hall was a first-runner up in the Miss Universe Zambia pageant. Prior to launching Gazelle Media, she was a television news producer at KSDK-TV and owner of Xanadu Public Relations. Check out her podcast "Just Cillah" my perfectly imperfect immigrant life" at cillah.com.

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